Background

The Singapore F1 is a proud tradition of the nation. It brings the power and thrill of Grand Prix to the select few who can afford to experience the world’s first night race.

Challenge

Like other major sports event, it can also upset the natural rhythm of the city. As host, Singapore Airlines is in a position to turn the challenge into a brand opportunity – to demonstrate its brand pillars of thoughtful customisation, global curation and relevant innovation, at home.

Approach

We had 2 opportunities to show our value as host

during night carnival event about 6 weeks before the race, where we will push inclusivity, innovation and personalisation with #myrace

during race week and weekend, where we will demonstrate SIA’s ‘lengths we go to’ by actively listening on social, and thoughtfully customising surprises for people

Results

I was brought in late for this campaign, and put together #myrace in a week. The client loved #myrace but schedules cut too tight and we had logistic challenges in securing large quantity of Oculus Rifts so it was shelved.

For Surprise & Delight, they liked and approved all the plans but eventually cut to just the last portion of campaign which was video stories because of budget.

biografía

In my leisure, I enjoy travel adventures, collaborating on small projects, swimming, being around loved ones. Someday, I will climb a mountain, write a screenplay, build an app. Singaporean, curious and tinkering since '77.

Say Hello

If you'd like to share a puzzle, tell a story, chat about general issues, ask about my road trip, clarify professional history, or discuss job opportunities, ping away.